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Fast Fashion: Designers and Retailers Speed Up, Business and Industry Trends Analysis

Several major retailers are based on a business model known as “fast fashion.” Key players in this business include Sweden’s H&M; two Spain-based firms, Zara and Mango; the UK chain New Look; and Japan-based Uniqlo. For these retailers, success comes from designing trendy, inexpensive clothes that mimic high-end fashion and are delivered to consumers at lightning speed—two to four weeks from design to manufacturing to arrival in stores. This turnaround time is a far cry from the four to nine months that U.S. mass retailers typically require.

Fast fashion wasn’t always part of New Look’s business strategy. As the phenomenon began to heat up, New Look changed its business model to get a piece of the action. Originally a discount retailer, New Look has 385 stores in the UK, and ships merchandise to over 53 nations worldwide. New Look stocks new items every week in order to catch the attention of fashion-conscious shoppers.

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